Platform Health

Video guide

The Platform Health page has three cards. The first shows every event TrueMetriks sends to each ad platform, and whether the platform accepted it the moment we sent it; failures show the platform's own error. The second, Meta data safety, checks what Meta did with them and whether anything you send could get your website restricted; it appears only when Facebook is connected. The third shows how much paid traffic and engagement your ads are driving, measured against the period before.

Conversion deliveryLink copied

Pick a window at the top right (it defaults to the last 24 hours), then read the result:

• Platform tabs - Facebook Ads, Google Analytics 4, Google Ads, and any other connected platform, each with its overall success rate. Click one to see just that platform.
• Total fires / Successful / Failed - the headline counts for the selected platform and window.
• Per event - the same breakdown split by event (PageView, Lead, Purchase, and so on), with a success rate for each.

If anything failed, the row shows the full error detail so you can see exactly why it was rejected. In a healthy account every number sits at 100%, so this part of the page is mostly a quick glance to confirm your tracking is still flowing.

Meta data safetyLink copied

This card sits between Conversion delivery and Paid Traffic & Engagement, and it only appears when Facebook is connected. It answers two questions Conversion delivery cannot: did Meta keep the events it accepted, and is anything you send putting your website at risk of a Meta restriction? TrueMetriks runs the checks every day.

The header shows All clear in green, or how many issues are open. The range control works like the one on Conversion delivery: Last 24 hours, Last 7 days (the default), Last 30 days, or a Custom range going up to 30 days back.

Events sent to MetaLink copied

The table is always there. For each event it shows:

• Sent by TrueMetriks - how many we sent to Meta in the range.
• Accepted by Meta - how many Meta took when we sent them.
• Failed - how many Meta rejected. Conversion delivery above has the error detail.
• Kept by Meta - the count Meta itself shows in Events Manager.
• Gap - how much lower Kept is than what we sent.

Kept by Meta also includes events from the Meta pixel on your website, so it can be higher than what we sent, and that is fine. Meta's own counts lag up to a day, so Kept and Gap compare the events Meta accepted up to 24 hours ago, and they need a range of 7 days or more. On a shorter range both columns show a dash and a line under the table says why.

If Meta accepted 10 or more of an event but kept fewer than half, the table moves inside a red alert: "Meta accepted your events but kept fewer than we sent". That usually means Meta has restricted your website or, for a custom event, that the event is not yet confirmed in Events Manager. Check it in Meta Events Manager under Data sources - Settings - Manage data source categories.

Each custom conversion event you created has its own row, counted from 2026-10-05 (the release date; earlier custom sends were never recorded). A custom event with a big gap is most often one that is not yet confirmed in Events Manager - see Confirm the custom event in Events Manager.

Words in your page addressesLink copied

Every event sent to Meta carries the address of the page it happened on. Meta does not publish which words it looks for. Based on what TrueMetriks sees across the websites it tracks, words tied to a category Meta restricts can lead Meta to restrict a website, and a restricted website can have its events blocked, which hurts your ad results.

So the card checks the page addresses (and custom fields) sent to Meta for words from four categories:

• health and wellness
• drugs and pharmaceuticals
• financial services
• adult content and sexual wellness

When 10 or more events, and at least 1% of all events in the range, carry one of these words, an amber block appears, for example "Your page addresses sent to Meta contain health-related words". It shows what share of events carried a word, the top addresses with the words highlighted, and View all for the rest. Personal data in an address, like ?email=, shows as [hidden].

Alcohol, gambling, tobacco and weapons are not flagged. Those are Meta ad rules, not restrictions on the data you share, so a winery never gets this warning.

You then have two options:

1. Remove the words from your page addresses yourself. This can hurt your search rankings if those pages bring you visitors from Google.
2. Turn on auto-clean. TrueMetriks strips these words from what it sends to Meta, and your website stays exactly as it is. The button opens a confirm dialog listing what Meta still receives, what is removed and what can stop working in Meta; the Facebook guide explains each line.

Auto-clean is onLink copied

Once auto-clean is on, the amber block is replaced by a green one: "Auto-clean is on for Meta", with the date and time it was switched on. From then on Meta receives only your domain, the event name, value, currency and the visitor's matching details. Events sent before that are already with Meta. Turn off auto-clean switches it back.

Test and development sitesLink copied

Test and staging copies of your website, like localhost:3000 or staging.yoursite.com, often carry the same tracking and send fake visits and test leads into your live Meta pixel. That confuses Meta's ad optimization.

When the card sees events from an address that looks like a test copy, an amber block lists each one with its events and how many were not a PageView. You can:

• Stop these sites reaching Meta - their events still show in your TrueMetriks dashboard but are never sent to Meta.
• These are live sites, ignore - if one is actually a real site, the warning stops.

Once test sites are blocked, a green block, "Test sites are blocked from Meta", names them with Unblock and Edit list. The same list lives in Settings as Only send events from my live website.

Who can change itLink copied

Owners and admins of the workspace get the buttons. Members see every check read-only, with the line "Ask an owner or admin of this workspace to change this."

The warning emailLink copied

When a check finds an issue, TrueMetriks emails every owner and admin of the workspace (not members). The subject names the problem, for example "Action needed: demo-brand.example is sending health-related page addresses to Meta". The email shows example addresses and the words found ("The words we found: ..."), gives the same two options, and has an Open Health page button. It repeats once a week while the issue stays open.

If Meta kept fewer events than it accepted and your website is not in a restricted category, the red alert has a Stop these emails button at the bottom. It stops the email about that gap for every owner and admin of the website. The check still runs every day and the warning still shows on the Health page. Turn the emails back on in the same place undoes it.

The yellow alert about health-related words in your page addresses has the same Stop these emails button at the bottom, for websites that are not in a restricted category. It stops only the email about those words; the check and the warning stay.

Paid traffic and engagementLink copied

The last card, Paid Traffic & Engagement, counts only the visitors and events that came from your ad platforms - Facebook, Google, and TikTok ads. Organic, direct, and referral traffic is excluded, so every number here is what your paid advertising actually produced. A visitor counts as paid based on their first touch, the source that first brought them to your site.

This card has its own date range and a Day / Week / Month toggle, separate from the conversion-delivery card above. Some ranges lock the toggle to the granularity that fits them - the last 12 months shows by month, shorter ranges by day.

The headline numbersLink copied

Three figures sit at the top, each compared with the prior period - the equal-length window immediately before the one you picked:

• Paid pageviews - total pageviews from paid visitors.
• Unique paid visitors - how many distinct people those pageviews came from.
• Pageviews per visitor - paid pageviews divided by unique paid visitors, so you can see how much of your site the average paid visitor explored.

Under each number a coloured change shows the move against the prior period: a green up arrow when it grew, a red down arrow when it fell. The grey text beside it ("vs 1,180 prior period") is the prior period's value, so you always see what you are being compared to.

Paid pageviews over timeLink copied

The chart plots paid pageviews per day, week, or month, following the toggle. Hover any point to compare it with the previous one - the tooltip shows that period's paid pageviews and the percentage change from the period before it, so you can spot where paid traffic ramped up or dropped off.

Per event vs prior periodLink copied

The table breaks paid activity down by event. For each event you get the count and the number of unique people for this period and for the prior period side by side, plus a Change column comparing the two counts. It is the fastest way to see which paid actions - PageView, Lead, Purchase, Book a Call - are climbing or slipping versus the period before. If there was no paid traffic in the window, the table reads "No paid traffic in this period."